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| Tekijä: | Wu, J. Rangaswamy, A. |
| Otsikko: | A fuzzy set model of search and consideration with an application to an online market |
| Lehti: | Marketing Science
2003 : SUMMER, VOL. 22:3, p. 411-434 |
| Asiasana: | Markets Consumer behaviour Electronic commerce Shopping Brands Theories Models |
| Vapaa asiasana: | e-commerce WWW |
| Kieli: | eng |
| Tiivistelmä: | Several 2-stage choice models have been proposed in the marketing literature. This paper develops a more general model, incorporating how consumer search influences the degree to which they consider various brands. To test the validity and value of this model, it was operationalized with data obtained from an online grocer Peapod where consumers' search processes were tracked. The paper demonstrates this model to perform better than competing models. New choice models, such as the ones proposed in this paper, are necessary for deriving managerially relevant understanding of choice behaviour in online markets. Empirical results suggest that consumers search both their internal memory and external information at the store to determine the degree to which they consider various brands. Consumers are also heterogeneous with respect to their capability to process external information. For some consumers, external information search dramatically increases the degree to which they consider various brands, but for others, it has little impact on their consideration. |
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